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Opinion | Features
Why is advertising so much better in New Zealand than Australia?
Ok, so this isn’t a new observation.
But it really hit home after I watched some TV ads for a kiwi supermarket yesterday that advertising in New Zealand is so much better than much of the crap that is being served up in this country at the moment.
Why is it that Colenso BBDO Auckland can turn something as bland as a supermarket chain into a brand I almost like, while Australian agencies succeed only in either irritating me (Coles) or passing me by unnoticed (Woolies) because the ads are so average?
My memo to your boss
So let me guess?
You really want to come to Mumbrella360, but you’ve got to justify the time and cost to your boss?
Good news! I think I can help.
Woz not great
In this guest post Tony Prysten argues that the thousand dollar price of seeing out-of-touch Apple co-founder Steve Wozniack on his Australian tour was a waste of money.
This week, for the cost of two iPads (yep, two) I went to the Woz Live conference in Melbourne. I was not impressed.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
According to industry experts Encore spoke to, the key elements that define transmedia can be summarised as follows: platform, time, audience, adaptation, and creative collaboration.
Innovation is the remedy for the ailing magazine industry
With magazine circulations plummeting, FHM closing and rumours rife on future ownership of ACP Magazines, Paul Merrill says the only way forward is launching new titles.Eight years ago in the UK, nearly a quarter of all magazine sales came from magazines that were less than four years old. In Australia, the figure was slightly lower, but still significant. Today, the situation is very different. For a start there are so few new magazines. Yes, Masterchef briefly flared, and Top Gear made an initial impact. But Grazia and Alpha fizzled, and now ACP has shelved their plans to launch Elle.
More than a game: broadcasting the Olympics
The 2012 London Olympics will be the biggest televised sporting event of our time. Brooke Hemphill discovers the logistical challenges and technical requirements of producing the event.
From July 27 to August 12, the Australian media will go sport crazy as the Games of the XXX Olympiad, aka the 2012 London Summer Olympics, unfold. The games will be the most televised sporting event of our time as broadcasters look to master every manner of technology at their disposal.
The Voice - Australia's best example yet of social TV
In this guest post, Sputnik’s Rodd Messent has a theory on why audiences have taken to The Voice .I am an addict of Channel Nine’s hit show The Voice. Such is the extent of my addiction I seriously think my housemate might kick me out of our apartment for the semi-frenzied yelling and tweeting that ensues in our lounge room each time the show airs.It’s the first time in almost three years that such disagreement has resulted in less than civil behaviour towards one another, and it’s made me think it might be a microcosm of the large volume of online debate about the show and, correspondingly, an explanation for its success as a social TV experience.Why brands are the US Army - and culture jammers are the Viet Cong
In this guest posting, Dave Burgess, who painted ‘No War’ on the Sydney Opera House, claims that ‘amoral’ advertisers have copied his idea.
Culture jamming is a 28-year-old term coined by the San Francisco-based band Negativland, who declared that the ‘Studio for the cultural jammer is the world at large’.
Branded content is dead. Long live branded content
In this guest posting, Anthony Freedman argues why branded content is making a comeback.
A few short years ago, probably concurrent with the advent of the PVR, a new term emerged within the marketing communications industry; branded content. This was really synonymous with advertiser funded TV shows where programming was created by brands and deals struck with networks to broadcast them.
There were varying degrees of success with this model.
Shock advertising: 30 ads that would give Australia's ad watchdog a coronary
Is shock an underused weapon in Australian advertising, asks Robin HicksToday, Sydney agency The Cabana Boys used an image of a mouth sewn together to shock people with the idea that problem gamblers lie to conceal their habit. Is it the most disturbing image ever? No. Will it get banned by the Advertising Standards Bureau? No. But it did make me wonder why shock is not used more often in Australia – and not just by charities and government bodies. (WARNING: NSFW)
The making of ratings blockbuster The Voice
Jason Mountney goes on the set of Channel Nine’s talent search series, The Voice, to see how the format, based on an international franchise, has come together. What ingredients have gone into making this certified hit that’s rated more than two million viewers on three consecutive nights?
Mike Goldman has one of the toughest jobs on the set of the Nine network’s new talent show, The Voice. He not only has to narrate the show, but also keep the audience from losing their enthusiasm as they realise shooting TV programs takes a lot longer than the one-hour bursts they see in their lounge rooms. A lot longer.
Nine problems stopping The Global Mail from getting an audience
While it’s a shame The Global Mail has failed to make an impact on the media landscape, the signs have been there for some time.I love the concept of a well resourced, philanthropically-funded independent news site. Anywhere in the world, that’s a rare and wonderful thing. In Australia even more so. So I hope that Grame Wood gets to see his investment make a difference.
And I have no inside info on whether Monica Attard’s sudden departure is linked to the site’s failure to find an audience so far.
Regardless, here are nine areas they can easily start to address:
Journalism’s new model?
Does the launch of philanthropically funded news site The Global Mail signal a new era for journalism or is the model destined to be a passing fad, asks Cathie McGinn in this article first published in Encore magazine.With little fanfare, philanthropically funded news site The Global Mail launched in February this year.
The online-only title received a generous five-year funding commitment from businessman Graeme Wood, founder of accommodation website wotif.com, who donated $15million.
Five things that make a great suit
In this guest posting, Gareth Collins argues that the role of a great account manager is to make the work betterI’m surprised at how many suits I meet who don’t know their role in the advertising business. The question ‘what does an advertising account manager or director do?’ is frequently met with answers such as project manager, relationship manager, plate spinner or go between … and those are the nice ones.
Success is judged on the ability to manage a process, be strong administratively and get stuff done. And while a good suit needs to do all of these things brilliantly, if these are the traits that define a great suit, then I’m in the wrong job.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
Nine reveals lineup for Top Gear Australia
Nine has announced the presenter lineup for a local edition of Top Gear – confounding industry speculation that the network would not make a local version but instead rely on a series of Australian specials featuring the British hosts.
Kenny star Shane Jacobson, Top Gear magazine editor-in-chief Ewen Page and racing driver Steven Pizzati will front the show.
Pizzati is the only survivor of the SBS lineup of Top Gear Australia.
The first series, broadcast in 2008, saw Pizzati host with Warren Brown and Charlie Cox.
The second series saw Cox replaced by trumpeter James Morrison.
The first series of eight episodes debuted for SBS with just over 900,00 viewers before settling at around 650,000. the second series – also eight episodes – gradually declined to below 500,000 viewers.
Nine outbid SBS for Top Gear in October last year. The deal included both the free-to-air rights for the British edition of Top Gear and a local edition.
Because of the expense involved, rumours had been growing within the industry in recent weeks that Nine would rely on putting the British presenters such as Jeremy Clarkson in cars with contracted network talent such as Shane Warne and do a small number of Australian specials rather than a full series.
But local production begins today “in a secret location”.
Michael Healy, Nine’s director of programming, said: “We look forward to welcoming the Top Gear Australia crew to the network. Shane, Ewen and Steve as hosts will provide the passion, humour and skill to bring a real Australian feel to the Top Gear phenomenon.”
Top Gear is being produced by Freehand for the Nine Network and BBC Worldwide.
June 21st, 2010 at 10:43 am
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Comments
21 Jun 10
11:03 am
10 million dollars says it will be worse than shite.
They can’t even show the original one properly when it’s already made for them.
21 Jun 10
11:15 am
I’ll reserve judgment, but don’t hold out much hope….
21 Jun 10
12:00 pm
Bummer… had hoped to see Shane Warne’s presenting debut.
21 Jun 10
1:16 pm
This will last as long the Australian ‘Queer eye for the straight guy’ did.
Nine have failed to make anything decent in the last few years. My general rule is if it’s new and on Nine, I won’t watch it, if it’s on Seven, I’ll give it a go.
21 Jun 10
4:14 pm
SBS supported Top Gear while the audience grew from zero to biggest program on the planet.
I’ll watch your show Cannel 9, but I’ll be fast forwarding the ads.
21 Jun 10
4:16 pm
Sorry, just spotted the typo – Channel 9.
My fingers were shaking with contempt.
21 Jun 10
5:05 pm
My general rule – If its “new” it is not on Nine. A re-hash of a bad-copy of a UK production is not new.
Maintaining cynicism until eps are aired.
21 Jun 10
5:06 pm
I wonder in Channel 9 has figured out that the audience for Top Gear UK (middle-class, non-car enthusiasts) does not really translate into ‘Aussie car enthusiast’ for a local show?
21 Jun 10
5:11 pm
Seeing lots of “glass half empty” comments here. Bloody knockers!
Nobody has seen the show yet and already you’re whingeing.
People make too many comparisons with the UK version and don’t accept a product on it’s own merits. The unique Aussie-ness of the cast of first two local versions is what distinguished it from the Brit pap.
Bring it on I say. Anything is better than that overblown, pompous, Cleese wannabe buffoon Clarkson.
21 Jun 10
5:33 pm
@Robbie “Bring it on I say. Anything is better than that overblown, pompous, Cleese wannabe buffoon Clarkson.”
Err, which version of the show was getting the most viewers?
21 Jun 10
7:01 pm
I can’t believe they have retained Pizzati who was by far the worst presenter in the SBS attempt at Top Gear. Warren Brown was the only guy who had the “right stuff”. Given Channel Nine insists on claiming they are showing new episodes when in fact most are repeats that have already been shown on SBS, I am sure Top Gear Australia will be a failure.
21 Jun 10
7:40 pm
Hm considering the networks adoration of Charlie sheen I would have thought they’d get him to host it….
21 Jun 10
8:02 pm
It’s actually quite a good choice for the lead host. Why on earth do they hang on to Pizzatti. He is hopeless. The live show didn’t even use him on the last tour. Doesn’t matter how good the lead guy is, with Pizzatti there the show just won’t get off the ground.
Any way the commercial networks have totally bastardised the series. You can never know if you’re going to be watching fesh material or something you’ve seen 6 times already.
21 Jun 10
9:17 pm
Agree that Brown was the best thing on the SBS version. That really shows how poor it was – when their James May-type ended up being the most charismatic cast member. Jacobson might actually work because he’s got a bit of wit and a nice turn of (Aussie) phrase.
22 Jun 10
5:59 am
Why do they bother? The Aussie series just does nothing for me. Never been a patch on the UK show, and why are they keeping Pizzatti? He reminds me of an annoying yappy little dog, and while he is there I won’t bother giving it another go.
22 Jun 10
9:51 am
The (UK) show succeeds primarily due to the chemistry between the 3 hosts – not the formula or the challenges or the celebrities or the cars. Lose them, and you’re not left with much.
22 Jun 10
10:53 am
It’s a shame they didn’t put Daryl in, Hey hey it’s Top Gear would have finished off the format once and for all.
22 Jun 10
11:58 am
Let’s see how long it takes for TGA’s celeb driver spot to become a total 9/ACP whorefest plus Gawd-awful tie-ins to The Footy Show and anything else they can think off.
23 Jun 10
11:49 am
WARREN BROWN WAS THE BEST OF THE SBS GROUP!!!
23 Jun 10
1:35 pm
channel nine, don’t bother you will only bugger it
23 Jun 10
2:14 pm
i think the last series was perhpas tops my most forgettable tv productions ever, it was horrible and cringeworthy in every sense………..I think the difficulty lies in that they are attempting to recreate a UK institutuion without actually putting in the ground work………………….the only reason the ridiculous stunts work ( and they are getting terribly lame at times) with the UK version is that the program and the presenters have a solid, well established motoring history.
They can play the buffoons but they also have the moxy and history to back it up…………..build a platform boys dont try and emulate
23 Jun 10
4:41 pm
P!ss off Pizzati, I think I’d rather watch Fred Nile.
25 Jun 10
9:55 am
Is that Gary Hardwick doubling as Andy “family guy” in the road test?
27 Jun 10
3:06 pm
Steve Pizzati was okay not great but he did have some funny moments last season. But I guess the show needed someone who could drive a car very well and he can do that.
Shane Jacobson will be fantastic IMO. The series just needs someone funny and he if he can bring alittle bit of Kenny with him it will be a plus for the series
It might be a risk but hopefully these 3 presneters can mix and create a decent TV show
11 Jul 10
8:27 pm
Australian top gear sucks. From the first episode it sucked and the ratings reflect this. Sometimes u can’t replicate the original and doing so it just a cheap rip off aimed at getting some of the money/theft of the glory. let it die.